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Kinley’s New Campaign is about Being Honest

20/10/2014

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New Delhi, 20th October, 2014: Kinley, one of the country’s most trusted packaged drinking water brands, rolled out its new communication campaign Boond Boond Mein Sachchai. Centred on the theme of honesty and highlighting the importance of trust and transparency in relationships, the campaign reiterates the adage ‘Honesty is the best policy’.

Over the years, Kinley has stood for purity, a trait that has led the brand to become a trusted household name in India. Launched on the heels of Kinley packaging getting a new visual identity in India, the campaign aims to take forward the legacy of purity & honesty. The campaign, by focusing on a few usual everyday events, aims to awaken the realization that you can truly be at peace by being honest.

Talking about the new campaign, Mr. Wasim Basir, Director – Integrated Marketing Communications, Coca-Cola India, said, “Water as a category stands on a key pillar of Trust. Kinley has epitomized this through its legacy in India. Moving forward, we wanted to take the conversation around purity to the next level – which is truth – which is what led us to the communication idea of Boond boond mein sacchai.

He further added, “When we looked inside our society, we found that people did have a tendency to lie a little to avoid an unpleasant situation in everyday life, this gave us a great meeting point of our intent and consumers life-Kitna chain hota hai na sachchai main Kinley: Boond boond mein sachchai”

The TVC is created by team O&M led by Ajay Gahlaut with guidance from Piyush Pandey, and directed by Vivek Kakkad of Curious Films.

Commenting on the campaign, Piyush Pandey said, “We were very clear about what had to be conveyed because deep down we all connected with the core thought of the campaign. We’ve all been in situations where telling a small lie has always been the more convenient thing to do, and at times we’ve taken that option too.

All we had to do was pick instances from real life that gave us two options – avoiding an unpleasant situation by resorting to lying, or taking the more courageous path of being honest and facing the situation. And we all know that honesty brings with it inner strength that makes it easy to face the results.”

In-addition to mass media advertising, the integrated communication program will be extensively leveraged through social media and radio.

About Coca-Cola in India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.

The company has now built a solid foundation for is on a clear march toward sustainable profitable growth, having registered 32 consecutive quarters of growth, 20 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.

The Coca-Cola Company

The Coca-Cola system in India is comprised of Coca-Cola India Pvt. Ltd. (CCIPL), the concentrate manufacturing entity and 15 authorised bottlers of The Coca-Cola Company (TCCC), which are responsible for the production of ready-to-drink, non-alcoholic beverages under the Trademarks of TCCC, their distribution and sale in the territory of India. The system also comprises the India branch office of Coca-Cola India Inc., which provides guidance in relation to development of business in India.